عنوان
پدید آورنده
موضوع
رده
HD69.B7 M55 2004
HD69
.
B7
M55
2004
کتابخانه
محل استقرار
INTERNATIONAL STANDARD BOOK NUMBER
(Number (ISBN
0470862599
(Number (ISBN
0470862602
(Number (ISBN
9780470862599
(Number (ISBN
9780470862605
NATIONAL BIBLIOGRAPHY NUMBER
Number
b714975
TITLE AND STATEMENT OF RESPONSIBILITY
Title Proper
The business of brands /
General Material Designation
[Book]
First Statement of Responsibility
by Jon Miller & David Muir.
.PUBLICATION, DISTRIBUTION, ETC
Place of Publication, Distribution, etc.
Hoboken, N.J. :
Name of Publisher, Distributor, etc.
Wiley,
Date of Publication, Distribution, etc.
©2004.
PHYSICAL DESCRIPTION
Specific Material Designation and Extent of Item
1 online resource (xvi, 270 pages) :
Other Physical Details
illustrations
INTERNAL BIBLIOGRAPHIES/INDEXES NOTE
Text of Note
Includes bibliographical references and index.
CONTENTS NOTE
Text of Note
The Business of Brands; Contents; Acknowledgements; Why This Book was Written; The Six-Minute Read; Part I BRANDS AND BUSINESS; 1: What is a Brand?; 2: Brand Strategy is Business Strategy; 3: Brands in the Boardroom; Part II SOURCES OF BUSINESS VALUE; 4: Strong Brands Command Market Share; 5: Strong Brands Create Barriers to Entry for Competitors; 6: Strong Brands can Launch Successful Extensions; 7: Strong, Well-Defined Brands Find it Easier to Enter New Markets; 8: Strong Brands can Attract and Retain Talent; 9: Strong Brands have Lower Price Elasticity
Text of Note
10: Strong Brands can Command a Premium11: Strong Brands can Deal with Market Disruption; 12: Strong Brands have more Loyalty; 13: Strong Brands are a Store of Trust; 14: Strong Brands can Stimulate Innovation; Part III STRATEGIC BRAND PLANNING; 15: Defining the Market; 16: Strategic Challenges; 17: Launch; 18: Challenge; 19: Maintain; 20: Revitalize; 21: Re-brand; 22: Acquire; Part IV BRAND BIOGRAPHIES; 23: American Express; 24: Ben & Jerry's; 25: Def Jam; 26: IBM; 27: Dove; 28: BP; 29: The Economist; Part V MEASUREMENT AND VALUATION; 30: Understanding Brand Strength
Text of Note
31: Understanding Brand Value32: Brand Measurement and Business Performance; 33: Building Strong Brands; Conclusion; Index
0
8
8
SUMMARY OR ABSTRACT
Text of Note
This is not a 'how to' book about branding. Instead it outlines approaches that will increase the accountability of marketing spending and provide tools to support investment decisions. Drawing on the world's largest database of brand research, The Business of Brands outlines the ways in which brands are a source of value for both businesses and consumers. For businesses, it shows how brands contribute to shareholder value, both through revenue generation and by acting as a management tool. And for consumers, it shows how brands can fulfil various valuable functions - such as acting as a sourc.
ACQUISITION INFORMATION NOTE
Source for Acquisition/Subscription Address
OverDrive, Inc.
Source for Acquisition/Subscription Address
eBook Library
Stock Number
7B332EB9-5AF4-4B4C-8F82-B7032E82F7B5
Stock Number
EBL220522
OTHER EDITION IN ANOTHER MEDIUM
Title
Business of brands.
International Standard Book Number
0470862599
TOPICAL NAME USED AS SUBJECT
Brand name products-- Management.
Brand name products.
Branding (Marketing)
Value added.
Brand name products-- Management.
Brand name products.
Branding (Marketing)
BUSINESS & ECONOMICS-- Advertising & Promotion.
Value added.
(SUBJECT CATEGORY (Provisional
BUS-- 002000
DEWEY DECIMAL CLASSIFICATION
Number
658
.
8/27
Edition
22
LIBRARY OF CONGRESS CLASSIFICATION
Class number
HD69
.
B7
Book number
M55
2004
PERSONAL NAME - PRIMARY RESPONSIBILITY
Miller, Jon,1971-
PERSONAL NAME - ALTERNATIVE RESPONSIBILITY
Muir, David,1971-
ORIGINATING SOURCE
Date of Transaction
20201208051727.0
Cataloguing Rules (Descriptive Conventions))
pn
ELECTRONIC LOCATION AND ACCESS
Electronic name
مطالعه متن کتاب [Book]
Y
